Why Every Website Needs a 'Start Here' Page (And How to Build One)

Nobody arrives at your website already knowing your business. But most homepages are written as if every visitor already understands what you do, which part applies to them, and why they should trust you before they've read a single line. A "Start Here" page fixes the one problem almost every website has and almost no one names: new visitors don't know where to click, 💖, so a chunk of them just leave instead of guessing.

The mistake: assuming the homepage already does this job

Most homepages are trying to do three jobs at once — sell the brand, satisfy search engines, and orient a completely new visitor — and the orientation job is usually the one that loses. A homepage optimised for brand impact tends to open with a broad hero statement and a striking image, which is great for someone who already knows what you do and is just checking you're legitimate. It does almost nothing for someone who landed there confused about whether your business even solves their specific problem.

The second version of this mistake is building a Start Here page and then hiding it in the footer, or worse, quietly folding it into an About page full of company history instead of clear next steps. A router that nobody finds isn't a router.

How to build one without overthinking it

Work out your 3-5 visitor types from real data, not guesswork: look at your enquiry form submissions, or ask what people typically say in their first message to you. Keep the page link-heavy, not content-heavy — it's a router, not a destination, so short time-on-page here is a good sign, not a bad one. Review it after a month: are people actually clicking through from it, and to which type most often? Update the visitor types whenever your offers change, the same way you'd update a service menu.

• Rehashing an About page instead of building an actual router with links
• Listing more than five visitor types, which just becomes a second homepage
• Writing paragraphs describing services instead of giving one direct link per type
• Hiding it in the footer instead of the primary navigation
• Never updating it when services or target customers change
• Trying to convert or sell directly on this page instead of simply directing traffic onward

Frequently asked questions

Isn't this what my homepage is supposed to do already?

In theory, yes. In practice, a homepage usually has to serve SEO, brand impression and orientation all at once, and orientation is the job that gets squeezed out. A dedicated page can do that one job properly — it doesn't replace the need for a strong homepage, it supports it.

Will adding another page hurt my SEO?

No, an extra well-linked page generally helps internal linking rather than hurting it. Just don't try to keyword-stuff it — this is a UX-first page, not an SEO landing page, and forcing search terms into it will make it worse at its actual job.

What should I call it in the navigation?

"Start Here" or "New Here?" both test well because they're plain and low-pressure. Some brands prefer "Not Sure Where to Start?" — pick whatever fits your tone of voice, as long as it's obvious and not clever for its own sake.

Do I need this if I only offer one service?

Honestly, probably not as urgently. This page earns its keep when visitors could plausibly be several different types of people with different needs. If you have one simple offer, a strong, clear homepage can usually do the whole job on its own.

Keep reading 🤍

• How to Write a Homepage That Converts
• Above the Fold: What to Include
• Website Navigation Mistakes